Jay Abraham is a famous American marketing guru for the past 3 decades. Here are the 2 headlines he tested for a bank client:
Original headline: Two-Thirds Bank Financing on Silver and Gold
Test headline: If Gold Is Selling for $300 an Ounce, Send Us Just $100 an Ounce and We'll Buy You All the Gold You Want
Result: 500% more orders. That one simple change, of all about 12 words, made in the same amount of space they were buying and using the same amount of body copy, which was 90 percent of the ad, increased their pull by 500 percent.